Best–worst scaling: An introduction and initial comparison with monadic rating for preference elicitation with food products

Abstract

This paper introduces the use of best–worst scaling to elicit taste-based preferences and presents a comparison of this scaling methodology with monadic preference ratings elicited on an unstructured line scale. Best–worst scaling (BWS) is a discrete choice task that forces respondents to make a discriminating choice among the samples under investigation by requiring them to select both the best and the worst option in an available (sub)set of samples. In an empirical case study that concerns consumer preferences for minced pork patties, it is found that the results from the two methods are highly correlated. However, there is some evidence to suggest that preference data elicited using best–worst scaling may better enable discovery of differences in sample preferences without being a more difficult test for consumers to take part in. Some of the advantages and disadvantages associated with the application of best–worst scaling in hedonic measurement are noted and discussed.